MindTrek, a three-day conference for digital media and business, is a distinctive event. This year, as sometimes in the past, the theme seemed unfocused – “Discovering Tomorrow” – but in a way that also increased the surprise and appeal. Ville Oksanen delivered an inspiring talk on privacy and cloud services. He contends that Finland should present itself as a cloud service center. Finland’s advantage, apart from location and know-how, is a solid reputation for protecting privacy, a reputation untainted by illegal surveillance. The shining star of the seminar was of course Steve Wozniak, who was interviewed via video. While not saying anything revolutionary, the laid-back legend discussed the importance of technology in learning. He pointed out that Apple has always been able to show how its devices improve the user’s quality of life. Teemu Arina illustrated the life of a biohacker: when he got ill he began to measure and analyze his body functions and, based on the data he found, built a personal nutrition and fitness program instead of seeking treatment through drugs. The most interesting MindTrek panels dealt with crowdsourcing. The good news is that no one wonders any more whether people will participate. Pia Erkinheimo argued convincingly that people will participate in crowdsourcing if it is well organized. – And speaking of organizing, MindTrek’s scheduling and communication were often haphazard. Along with discovering tomorrow, the organizers needs to discover better preparation.